Seamlessness and frictionlessness is understandably front-of-mind for most, if not all, UX designers, founders and product managers in the modern startup space. Apps that onboard users in seconds, checkout processes that require just a click and platforms that predict what we want before we even ask – it’s the new standard - and for good reason.

However, is there a point where bullish seamlessness can cause more harm than good? Can friction – when applied intentionally – be the missing ingredient for better engagement, stronger trust and more meaningful user experiences?

We’d argue: yes.

The fallacy of all-out frictionless design

At its core, seamlessness is about removing barriers. It’s about making things as fast, easy and intuitive as possible. In most contexts, this makes perfect sense – nobody wants unnecessary complexity in their payment flow or a convoluted sign-up process. But, when seamlessness is applied indiscriminately, it can lead to unintended consequences:

• Mindless engagement – When interactions are too easy, they can become automatic and forgettable. Users might scroll endlessly but retain nothing of value – otherwise known as the doomscroll effect.
• Decreased perceived value – If something takes no effort to acquire, it often feels less valuable. Think about the difference between reading a well-researched article versus skimming AI-generated summaries.
• Lack of user investment – A seamless experience doesn’t always create commitment. Products that require effort (like learning a new tool or crafting a thoughtful post) often result in deeper engagement.

Excessive seamlessness can cause users to miss vital information or skip important confirmation steps, leading to errors and misunderstandings that could otherwise be avoided.

Instead of aiming for zero friction, what if UX professionals started thinking about where friction can be strategically applied to enhance the user experience rather than diminish it?

Intentional friction as a strategic advantage

When designed thoughtfully, friction can make interactions more meaningful. Here are some ways can leverage friction to their advantage:

1. Friction builds investment and retention

People value what they invest in. Platforms like Duolingo and Notion use onboarding friction effectively – not to frustrate users, but to encourage them to personalise their experience and set goals. This upfront effort makes users more committed and increases long-term retention.

LinkedIn’s profile setup process, for example, is deliberately structured with multiple steps. While it could be streamlined, the process of adding details, skills and connections creates a sense of ownership and makes users more likely to return.

2. Friction enhances decision-making

Seamless experiences often encourage impulsive behavior. It’s like how many social media platforms remove all barriers between users and content consumption, leading to endless scrolling with little reflection. Introducing friction – such as requiring a user to confirm an action before posting or pausing to read before sharing – can lead to more thoughtful interactions.

It can be as simple as a final review order page on an e-commerce store before purchase completion. This page introduces a small but crucial friction point that offers users a chance to review items, check delivery details and reconsider impulse purchases before committing. From a UX perspective, this delay enhances decision-making by preventing accidental orders and reducing buyer’s remorse, while also minimising dramas from a returns and delivery perspective.